Sticky Content | Digital copywriting

It’s a familiar scenario for those working in content. From a carefully crafted brief, you’ve written functional copy that meets your brand, is searchable and readable. But then it’s circulated for sign-off. Feedback floods in, washing away your clarity and tone, littering your copy with the detritus of corporate language.

As I was going home late from work the other night on the tube I got wound up by a simple announcement from London Underground. I was told there was "a good service running on all lines". But I knew very well that there wasn't. Because despite the fact that it was nearly 9pm, a Central Line train arrived that was too full for everyone to get on – including me.  » more

It’s a given that how you communicate with your customers speaks volumes about your brand, right? Well, thecustomer experience doesn’t stop when someone makes a purchase on your website. It carries on right up until they get their order, go to the concert or drive their hire car. » more

What are your feelings about won’t and can’t? Where do you stand on would’ve and should’ve? Have you any strong views on haven’t? Would you go as far as wouldn’t’ve? We’re talking about contractions here, not the One Born Every Minute kind, but the truncations of words that sometimes proves surprisingly controversial. » more

Defining and describing a tone of voice is hard enough. Getting all your writers to apply it consistently is harder again. And if your voice is part of your general brand guidelines and you’ve got to apply it to the web, it gets harder still: you’ve got to make sure your language isn’t just on brand, but also accessible, scannable, front-loaded, benefit-driven, keyword-friendly and all the rest.